Download Name_________________________________ Advertising

Name_________________________________
Advertising Campaign Research & Ad creation
You have either chosen or have been assigned a company or product with a strong advertising component. You will
research the history of the company and the successful advertising techniques that the company has used in major ad
campaigns. Additionally, you will create an advertisement to present in class that shows your understanding of effective
advertising techniques to achieve a goal and to appeal to a specific target audience. Your advertisement should include
all the features of a successful advertisement including the various art elements, advertising techniques, and propaganda
type used by the company as found in your research, however, your advertisement will have a different target audience
than that of the company’s original ad campaign. You will also need an essay (preferably typed but not required) that
explains all ad techniques and rhetoric (ethos, pathos & logos) used in your new advertisement; this may be supported by
your research and the analysis of your ad campaign, but needs to explain your own ad creation. You will have all week to
conduct research, plan and create your advertisement, but it may require time outside of class in order to meet all
expectations. Remember to use ALL of your time in class wisely, or you will be left with double the work at home! There
is also a rubric on how your project will be graded on the back. Take time to look over this thoroughly and use it as a
checklist to earn full credit.
Schedule
Day/ location
Class Work
Due at the end of the period
Monday
1.Receive research brand
(Library then
move into Lab
1014)
2. Instructions for research assignment reviewed
A complete digital note sheet from brand’s website including
history of brand /product.
Tuesday
1. presentation of how to use online encyclopedias
(Library then
move into Lab
1014)
2. Use online database to research brand’s ad campaign
Wednesday
1.Continue research (as needed)
Library
2.Begin advertisement and essay rough drafts
-essay needs to explain techniques used and rhetoric
Thursday
3.Begin research history of brand/product using brand’s
(company’s) website or other valid online sources and record
information on a digital note template (of your choice).
NOTE: Save your digital note to your folder as…
First Name AdResearch Note 1
A complete digital note from database source on
advertisement campaign
NOTE: Save your digital note to your server as…
First Name AdResearch Note 2
Work on advertisement and essay
1.Completed research-turn in both digital notes to
WORK_DROP folder
2.A rough draft, sketch or plan for advertisement
75% of your advertisement
80% of essay
Friday
Present advertisement
Classroom
Choose between competitor’s ads (interactive observation
activity-will explain at beginning of class)
Completed advertisement and essay turned in
Name_________________________________
Directions for Cornell Note 1
1.
2.
3.
4.
5.
6.
Go to Library Resources
Open Research Central
Find “Advertising Research” and click “GET IT!”
Select the “Note Taking Tools” tab
Click on “Cornell Note Taking Tool”
Save as “First name AdResearch Note 1”
Getting information:
 Search the Internet for your company or brand’s website
 Find the “History” or “About Us” or “Our Story”
 Make notes on your note sheet
 Copy URL address to “Bibliography Information” on Cornell Note
 Click Citation Machine link, select MLA, and Web Document to create a citation
 Copy and Paste the citation for “Bibliography Information”
 ALSO SEARCH FOR…Product History, Product Ingredients, Product Manufacturing
Directions for Cornell Note 2
REMEMBER TO OPEN AND SAVE A BLANK CORNELL NOTE from Research Central!
Save Cornell Note as “First name AdResearch Note 2”
1. Go to Library Resources
2. Click on the PowerSearch database
3. Type “marketing campaign” in the search box
4. select Gale Virtual Reference Library
5. click search
6. Double click on PUB: Encyclopedia of Major Marketing Campaigns
7. Select the “eTable of Contents” tab
8. Double click on the arrow/triangle before “Volume 2”
9. Scroll through the table of contents to find your company name and select it
10. Use the information on an ad campaign to find out the following information
(Copy and paste these Q’s to Cornell Note)
a. Why did the company create this specific advertising campaign?
b. What is the target audience (market)? You need at least 3 demographics
c. What competition does the company/product have?
d. What advertising techniques were used to attract attention to the ads?
(marketing strategy)
Name_________________________________
Plan for your ad:
1st: You should have completed your research and gained a good understanding of
the techniques & rhetoric used in the previous ad campaign.
2nd: Specify the target audience for this product. Remember the various
demographics of a target audience such as gender, race, age, lifestyles and
interests. THE AD YOU CREATE MUST FOCUS ON THE OPPOSITE OF THE TARGET AUDIENCE
DETAILED IN YOUR RESEARCH. Ex: if the usual target audience is: middle aged,
Anglo, women, then your ad should be for: young, Hispanic, males.
Your target audience needs to have 3 specific demographics that the ad appeals to.
Target Audience Demographics for marketing Opposite Demographics to create an
campaign in research
advertisement for
1.
1.
2.
2.
3.
3.
3rd: Answer the 5W’s +H questions to draw conclusions with creative answers.
For exampleQ: “Why would a young, Hispanic, male (target audience) want Special K cereal (product)?”
A: it provides them with vitamins and nutrients for being active, or it is a fast and
tasty way to start the day before school
Use the target audience for YOUR NEW ad to answer the questions
1. What appeals to this target
audience? (What is the target audience
interested in)
1.
2. What benefits would the target
audience gain from using this product?
2.
When would this target audience use
this product?
Where would this target audience use
this product?
Why would this target audience want
this product?
How would this target audience use the
product?
Name_________________________________
4th: Make a list of the techniques used in previous ads for your product to
include propaganda techniques (transfer, emotional words, testimonial,
bandwagon, etc.), art elements for pictures (color, spacing, depth), use of
pictures in comparison to text, slogans, symbols, and themes. Focus on the
trends in the ad campaign to use in your own ad.
Ad Techniques I am “borrowing” from the
company/product website:
5th:
Ad Techniques I am “borrowing” from the
old ad campaign:
Rhetoric of YOUR Ad: Ethos, Pathos, Logos Brainstorming for ad and essay.
Ethos: Utilize the research of your
company/product to explain the
credibility of the author.
Pathos:
1. How will you make your audience
feel?
2. What language & images will you
use to achieve that?
Logos: Look back to the 3rd step to
logically appeal to your audience.
Name_________________________________
6th: Get Innovative and Be Creative!!! Put your on twist on the information you
have gathered to make your ad not just better but the best! You can use new ad
techniques or slightly change the product. Write your ideas here…
7th: Specify the media type (print ad, tv commercial, billboard, etc.) This may
be the same or different from the original ad. Then plan your layout-even though
it might not seem important- IT IS. A well planned layout will prevent your ad
from looking like a sloppy picture of a product with a title. Things to
consider: a scenic or shaded background?, a border?, people or not people?
Location/position of product?, logo/slogan position, font, and color, redesign
the logo or creatively use the old logo?
Media type: __________________________
8th: Draw or type/print your graphics. This is not art class, but your ad
should look really good if not great, so take your time or find pictures (and
yes-color them). We will be in the library so you can use Paint, or Microsoft
Word for WordArt, Clip art, or you can bring your own from home.
 You can create a free account on WWW.GLOGSTER.COM, use Microsoft Publisher’s
Advertisement template, Microsoft word, or create a drawing of your own.
Required Content for Essay:
 From Cornell Note 1:

Brief history of brand and product

Explain the ethos within ad based on company as author
 From Cornell Note 2:

What trends did you find in the product’s previous advertising campaign?
Name_________________________________

What is the target audience for the product’s advertising campaign, and
what is the opposite of that. (Remember you will create your advertisement
to aim at the “opposite” target market)

Explain the pathos of your ad: What things, people, places, saying, etc.
appeal to your “opposite” target market that you included in your
advertisement.
 From Plan for Your Ad

Explain the logos: What propaganda technique/s did you use, and why do you
think that would be most effective?

What pictures and text did you use and why? Explain the art elements used
to highlight your text and pictures.

How did you make the advertisement innovative? Or, how did you make your
advertisement or product so appealing that “I HAVE to have it!)
 Anything else you want to tell me about your research or advertisement
 Remember, it is not required that you type your essay, but it should be as neat
and clean of errors as possible.
Category
Disregarded
Expectations
Nearing Expectations
Meeting Expectations
Exceeding Expectations
(-5 points)
(-3 points)
(-0 points)
(-10 points)
Research
Missing three or more
parts of the digital
notes or brainstorm
parts; incomplete
digital notes or
brainstorm lists in three
or more parts
Missing two parts of digital
notes or brainstorm
research; incomplete on
two or more;
Missing one part of the
digital notes or brainstorm
research; incomplete on
one or more;
Thorough and complete
research including two
digital notes pages and
planning/ brainstorm lists
(see Monday and Tuesday
on above schedule)
according to guidelines
Essay
Briefly explains
pictures, text and
target audience.
Provides some explanation
of research to
advertisement comparison;
explains pictures, text, and
target audience.
Introduces company,
provides most of the
advertising techniques,
connects advertisement
choices to research,
explains target audience.
Provides explanation for
every aspect of the
advertisement including
connection to brand and ad
campaign research (ethos),
specified (and opposite
from brand’s usual) target
audience. Fully explains ad
techniques used (pathos &
logos)
Note: -5 pts for
illegible/messy
writing
-1 point for each
mechanical error
Continues 
Name_________________________________
Advertisement
Techniques
Work includes pictures
and text, but does not
resemble an
advertisement or
include advertising
techniques
Advertisement includes a
picture and a catchy
slogan, but lacks use of art
elements, has an unclear
target audience, or no
obvious propaganda
technique
Advertisement is aimed at
target audience and uses
some art elements. Also
has obvious propaganda
technique and a catchy
slogan.
Advertisement is aimed for
target audience with good
use of art elements,
obvious propaganda
technique, and includes
catchy slogan
Advertisement
Quality
Advertisement does
not include color, is too
small to see, or
obviously appears to
be “last minute” work
Advertisement is colorful
and relates to similar
advertisements, but is
somewhat messy
(smudged, mistakes) or
does not show creativity.
Advertisement is colorful,
neat, and easily viewed
from several feet. The text
and content are similar to
that used in previous
advertisements.
Advertisement is colorful,
creative and neatly
completed. The text and/or
content are related to
previous advertisements,
but also innovative and
catchy. Pictures and text
are large enough for class
to see.
Hardly audible, looked
at advertisement
instead of class, only
briefly explained
advertisement.
Somewhat low volume,
slouched posture, with little
eye contact. Very little
research for advertisement
explained.
Volume clear, confident
posture and frequent eye
contact. Explained most of
the parts of the
research/advertisement.
Excellent posture, volume,
eye contact, and clarity.
Explained advertisement
thoroughly and made
connections to research.
(Effort)
Presentation
Grading Rubric
Everyone starts at a 100! Points are deducted based on product evaluation.
100
-_____Research
-_____Essay/Mechanics
-_____Advertisement Techniques
-_____Advertisement Quality
-_____Presentation
=
Final Grade